Victim Blaming, Gender, and Social Media Commentary: A Randomized Vignette Study of Audience Comments on News Reports of Intimate Partner Homicide

Public perceptions of intimate partner homicide victims are influenced by how the news media frames incidents, often perpetuating gendered stereotypes. In particular, research has found that victim blaming is common in the reporting of intimate partner homicide. However, the way the public engages with news media has changed, as social media platforms allow audiences to engage in news creation by posting comments. Despite this shift, limited research has examined the impact of gender and media frames on victim blaming comments. This study used an experimental vignette design to examine whether victim blaming comments made by Australian survey respondents ( n = 537) were influenced by the gender of the offender/victim pair and the framing of a media report, controlling for respondents’ media usage, attitudes, and demographics. Survey respondents were randomly assigned to one of four vignettes presenting a news report on an intimate partner homicide, which varied by the gender of the offender/victim and media frame (victim blaming/bad offender). Respondents were asked to leave a comment as if they were on a social media platform. Analyses revealed that respondents more commonly blamed the victim where there were female offender/male victim pairs compared to male offender/female victim pairs. Respondents also more commonly blamed the victim when there was a victim blaming frame compared to a bad offender frame. Finally, the analyses showed an interactive effect of the gender of the offender/victim pair and the media frame on respondents’ comments. Respondents were more likely to blame victims when the victim was male (female offender) and there was a victim blaming frame. The insights from this study have significant implications for policy and practice. Specifically, there is a need for enhanced training and resources for media professionals, as well as the creation of safer online communities through effective comment moderation.